Vans welcomes photographer Atiba Jefferson as Brand Curator. Following the successful launch of OTW by Vans, this partnership marks an important step in Vans’ commitment to its new “Always Pushing” campaign. Atiba’s impact and portfolio expands across the collective cultures of art, music, design and streetwear. Working with NBA trendsetters, musicians, fashion designers and skateboarding pioneers. His ability to seamlessly unite skateboarding with global youth culture makes him the ideal partner to take Vans to the top.
Today, Vans reimagines the original spirit of freedom and progression rooted in the history of skateboarding with a new campaign: Always Pushing. “Always Pushing is a renewal of Vans’ commitment to moving the skateboarding world forward,” says Drieke Leenknegt, Director of Global Marketing at Vans, “As well as the generation that founded Vans’ non-conformist, ‘Off The Wall’ mentality, we also serve the future generation. The one that looks to skateboarding and the culture that surrounds it, to drive progression and change. Atiba is the perfect partner as a driver of that evolution”.
Vans has chosen Atiba, one of the most influential figures in skate culture and a long-time partner, to co-create with Vans Skateboarding and build a vision for the future of the brand. Together with Vans, Atiba will work to reinvent what skateboarding means to Vans. Unlocking a global network of pioneers to connect through product design and consumer experiences, all in the service of change agents who want to drive the culture forward.
For more information, follow @Vans_Europe and @VansSkate on social media or visit vans.eu y vans.co.uk/skateboarding.
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